Restaurant Marketing Ideas Blog

US FDA to give restaurants more time on calorie counts

Share

 

This may be good news for you if you own a restaurant.  Reuters reported that the FDA plans to delay enforcement of the new menu rule which requires calories and other details to be required on menus.  Vending machines must also carry nutritional information.  (Adds details on requirements, comment from industry and CSPI.)  (Reuters reporting by Susan Heavey, additional reporting by Lisa Baertlein; editing by Gerald E. McCormick, Bernard Orr.)

How would you turn this into a restaurant marketing opportunity?

Those who are truly serious about their health will be looking online.  Don't forget that many people have allergies to various foods and inspect each and every bite.  Have the information they need online. 

As your business evolves, an iPad type of computer (tablet) might be used to connect people online right at the table. 

For those diners who could care less, it may be time to provide even more photos.  Add nutritional information to the left or right of photos for those who need it.  A large photo with nutritional information next to it will certainly create a battle between the head and the taste buds.

It is time to dominate the menu with photos for selection process vs. the title.  "I want that" with a point to the photo will certainly be an easy way to communicate.

For those restaurants who still rely on the "traditional" with NO photos but basically two liner descriptions (who believe less is more), it may be time for a "third menu".  Food menu, wine menu and nutrition menu.

Recently I asked about allergy information at a chain restaurant.  The manager handed me a notebook.  I then researched item by item back and forth from the notebook to the menu.  This was a bit cumbersome to say the least.

Consider more "tailor made menus".  They are not new and in the age of digital printing, can be easily replaced.

• Child's menu
• Seniors menu
• Low Calorie menu
• Dessert menu
• Wine Menu
• Meal menus (breakfast, lunch, dinner)
• ... add a nutritional menu.

Think again if you believe that sharing calorie counts, etc. will only confuse and hurt business.

Privately-held Subway for years has prominently displayed calorie counts in its restaurants. The sandwich chain also suggests ways for customers to reduce calories by eliminating richer ingredients like cheese and mayonnaise.

The FDA has issued a Federal Register notice that explains how restaurants and
similar retail food establishments with fewer than 20 locations and vending machine
operators with fewer than 20 vending machines can voluntarily register to to become
subject to new federal menu labeling requirements.
Anyone needing assistance with filling out this form call 301-436-2371.

The FDA is required by law to issue proposed regulations to carry out these provisions by March 23, 2011.  

The FDA wants to hear from YOU on how to implement the menu and vending machines labeling requirements. Docket FDA-2010-N-0298 is now open for comments and suggestions on this new law. See here for more information on how to submit your comments to the docket.

Restaurant Marketing Idea: Serve Addictive Foods

Share

 

You will read that the 3rd food on the list that is said to be addictive is:

Cheese

iStockphoto.com/GettyImages
Mmm. Cheeseburger.

Cheese, please! Cheese-lover's pizza. Cheeseburgers. Cheese fries. Cheese curds. Cheese plates. We have a love affair with cheese, and it's not pretty.

Here's something you might not know about cheese (and why it has such a hold on some of us). A study in 1981 found traces of morphine in cow's milk. That's right -- morphine, the opiate. It's definitely in tiny amounts, but it's there. Turns out cows -- and humans -- can produce morphine in their bodies. Researchers believe it's in the milk to help a baby bond with its mother.

The other addictive ingredient in cheese is casein. Casein is a protein that, during digestion, releases substances called casomorphins. Casomorphins also have an opiate effect.

Read the whole article here.

You get it right?  A totally new idea to build a business year after year.  No one will ever know that the reason they keep buying food at your restaurant will be from addiction.

Serve:

• Chocolate
• Sugar
• Cheese
• Caffeinated Beverages
• Junk / Fast Food

There is a secondary value to the article by Debra Ronca.  It shows a method to offer content, keep them turning the page and at the end of the article offer a list of related articles along with an even longer list of "sources" to let you know she isn't talking out her hat.

Fun article.  Sure enough, now that I think about it some it seems someone has already thought of the idea to base a restaurant business on chocolate, sugar, cheese, caffeinated beverages and junk / fast food.  Back to the drawing board.

Should you outsource your HR? Restaurant Management Option.

Share

 

A simple question about human resources for restaurant management (or so it seems) is "Should Human Resources be outsourced?"

Why or why not outsource the human resources responsibililties?  Richard Yelton introduces the concept to you at QSRWeb.com:

For many restaurant owners, outsourcing certain administrative functions provides them the ability to better focus on the strategic and operational sides of their business.  For example, restaurant owners have traditionally looked to outsource such functions as accounting and payroll.  Others have seen success in outsourcing more strategic roles such as the CFO or COO positions to assist them with implementing best practices within finance and operations.

Read more at: Should you outsource your HR?

About Richard Yelton Richard Yelton is a principal at Windham Brannon in Atlanta. His specialties include restaurant and hospitality tax, mergers and acquisitions, and more. Visit him at the Windham Brannon website.

Website  Email     

My primary reason for looking at this resource has to do with  restaurant marketing.  Any option to streamline the operation and create consistency where more time can be spent on serving, introductions, invitations and follow up with the guests means business growth.

He does point out the downsides and it appears that excellent communication and relationships will be needed.  This is NOT for everyone and will depend on your skill, will, resources and business plan.  Might be worth a phone call.

Send Richard a thank you note for his article.

Guests do your restaurant marketing via Groupon, how low will you go?

Share

 

You know the question:  "Will you give me a discount for volume.  If so, how much?"  If the consumer is doing your restaurant marketing via a services such as Groupon, how low will you go?  If you could "eliminate" marketing costs, what is that worth?

From MediaPost:

Jumping on the group buying bandwagon, Zagat Survey next month plans to roll out a new online program offering deals at restaurants beginning in New York City.

"Zagat Exclusives," powered by Groupon competitor DealOn Media, will offer restaurant discounts in limited quantities for fixed periods. The initial price will drop as more people buy the offer, with the final price at the end of the sale interval what all participants end up paying.

Restaurant deals can take the form of a prix-fixe menu (including appetizers, entrees, deserts and coffee) offered at a special price or, say, of a $100 voucher for $65. Zagat declined to name any New York restaurants involved at launch, but said they will range "from relaxed and casual to special-occasion spots" listed in its familiar red guidebooks.

Read more ...

114 Restaurant Review Sites to use for Restaurant Marketing

Share

 

Everybody is a critic and if you are a restaurant owner, you have a target on your business.  Restaurant review sites are growing and there is more than just Yelp to consider.

Each day can be spent chasing comments on the Internet to protect your restaurant reputation.  While this article is not about restaurant reputation management, the long list below may make you nervous enough to look for a solution.

Reminder:  When someone makes a comment online, you will not feel it or hear about it anymore than you would in the old days when people would talk.  The difference is in the permanance of the comment and the whole world is watching and listening.

Turn the comments and restaurant reviews online into a restaurant marketing opportunity.  Instead of waiting for something to happen and wonder "Will it be ok?", be pro-active and influence destiny.

Your next step might be to set up a special page for your restaurant.   Buy a domain name and call it: 

www.yourrestaurantnamereview.com

For instance:  www.saltysreview.com or www.bennigansreview.com.  You get the idea.  Your domain name or restaurant name with "review" at the end.

You can send every guest to that website url domain name via the menu, personal invitation, email follow-up, Facebook, etc. Have available a list of links they can click on to share a comment. 

The website domain name (www.yourrestaurantnamereview.com) can be pointed to a special page on your restaurant's website if you like.

Instead of sending them direct to a very long link on your site, buying a domain name with "review" in it and pointing it would be a better bet.

Need help?  Contact me.  I will help you set up a page where you can invite people to give positive comments.  The website or page will simply be a portal to those restaurant review sites you would like them to comment on. 

Don’t put every restaurant review site on the list.  Just pick and choose your favorites.  This website page will be very personal and can include photos or video and a special thank you.  (Don't forget to make an invite.)

The reason people are using Yelp is because they know about it.  If you set up your own page with great options and encourage them to review your restaurant, you will leave breadcrumbs online for others to follow for years to come.  Of course, be sure to ask those who are very happy with your service to share their experience.

Here is a list of restaurant review sites in alphabetical order (with links).  It is my gift to you. 

10 Best  http://10best.com

11870  http://11870.com

All Menus  http://allmenus.com

Always Hungry NY  http://alwayshungryny.com

AZ Central  http://azcentral.com

Bacon and Bakin http://baconandbakin.blogspot.com

Beer Advocate  http://beeradvocate.com

Behind the Burner  http://www.behindtheburner.com

Boorah  http://www.boorah.com

Brian X http://brianx.com

Center Stage Chicago  http://centerstagechicago.com

Chef Seattle  http://www.chefseattle.com/restaurants  

Chicago Reader  http://chicagoreader.com

Chowhound  http://www.chowhound.com

City Guide AOL  http://cityguide.aol.com

City Guide MSN  http://cityguides.msn.com

Citysearch  http://www.citysearch.com  

Cosmo Tourist  http://cosmotourist.com

Delishhh  http://www.delishhh.com

Detroit Pizza Restaurants  http://detroitpizzarestaurants.com

Dex Knows  http://dexknows.com

Dine.com  http://www.Dine.com

Dinesite  http://dinesite.com

Ding Out with Rob Balon  http://www.diningoutwithrobbalon.com

Dishola  http://dishola.com

Durham Cooking  http://durhamcooking.com

Events NY Times  http://events.nytimes.com

FastNosh http://www.FastNosh.com

Fodor’s http://fodors.com

Foodieview  http://foodieview.com

Foodie Universe  http://foodieuniverse.blogspot.com

Foodio54  http://www.Foodio54.com

Food Seattle  http://www.foodseattle.com

Fork and Bottle  http://www.forkandbottle.com/restaurants/seattle/seattle.htm

Foupons  http://foupons.com

Foursquare  http://foursquare.com

Frommers  http://frommers.com

Gastronormous  http://gastronormous.com

Gayot   http://gayot.com

Go City Kids – Parents Connect  http://gocitykids.parentsconnect.com

Good Rec  http://www.GoodRec.com

Google Maps  http://maps.google.com/

Grub Hub  http://grubhub.com

Guidespot  http://guidespot.com

Half Baked Seattle  http://www.halfbakedinseattle.com

Happy Cow  http://happycow.net

IgoUgo  http://www.igougo.com

Insider Pages  http://www.insiderpages.com

Jaunted  http://jaunted.com

Judy’s Book  http://www.judysbook.com

Just One Dining  http://justonedining.com

Kudzu  http://www.kudzu.com

LA Youth  http://layouth.com

Lilaguide  http://lilaguide.com

Local Platter  http://localplatter.com

Local Platter  http://localplatter.com/

Menuism  http://www.menuism.com

Menu Pages  http://www.menupages.com

MenuPix http://www.menupix.com/  

Menutopia  http://menutopia.com

Merchant Circle  http://www.merchantcircle.com

MetroMix  http://metromix.com

Minube  http://minube.com

Mojo Pages  http://mojopages.com

MySpace  http://myspace.com

NY Mag  http://nymag.com

NYC  http://www.nyc.com

Open Table  http://reviews.OpenTable.com

OutsideIn  http://Outside.in

Pizza is Delicious  http://pizzaisdelicious.com

Qype  http://qype.com

Realeats  http://www.realeats.com/

Restaurant Guide  http://restaurant-guide.com

Restaurant.com  http://www.restaurant.com

Restaurantica  http://www.Restaurantica.com

RestaurantRow  http://restaurantrow.com

Restaurants on Uptake  http://restaurants.uptake.com

Reviews MetroGuide  http://reviews.metroguide.com

Roadfood  http://roadfood.com

Route 66 LA  http://route66LA.blogspot.com

Seattle.net  http://www.seattle.net/entertainment/restaurants

Seattle Dining  http://www.seattle.com/restaurants

Seattle Foodster  http://www.seattlefoodster.com

Seattle Mag  http://www.seattlemag.com

Seattle Met  http://www.seattlemet.com/eat-and-drink/restaurant-reviews

Seattle PI Dining  http://www.seattlepi.com/dining

Seattle Times Restaurant Reviews  http://seattletimes.nwsource.com/html/restaurants

Seattle Travel  http://www.seattletravel.com/restaurants/best-restaurants.html

Seattle Weekly  http://www.seattleweekly.com/restaurants

Table Finder  http://www.TableFinder.com

Tasting Menu  http://www.tastingmenu.com/restaurants/seattle

The Guide LA Times  http://theguide.latimes.com

The Stranger  http://www.thestranger.com/seattle/Food

Timeout  http://timeout.com

Top Table  http://www.toptable.co.uk

Top Restaurants  http://www.toprestaurants.com/seattle.htm

TravBuddy  http://travbuddy.com

TripAdvisor  http://www.tripadvisor.com

TripAdvisor India  http://tripadvisor.com

Trusted Places  http://trustedplaces.com

Twitter  http://twitter.com

UofEating  http://www.uofeating.com/

Urban Spoon  http://www.urbanspoon.com

Viewpoints  http://viewpoints.com

VirtualTourist  http://virtualtourist.com

WCities  http://wcities.com/seattle

We 8 There  http://we8there.com

WitU  http://www.witu.com

Worst Pizza  http://www.worstpizza.com

Yahoolocal  http://local.yahoo.com

Yellowbot  http://yellowbot.com

Yelp  http://www.yelp.com

Yummy Eats  http://yummyeats.com

Zagat  http://www.zagat.com/

Zealotofza  http://zealotofza.com

This is not the complete list.  In your local community there are many more.  You will have to do your own research or hire someone to find the opportunities and set up your online presence.

Please don’t leave it to fate.  Don't sit and wait for the remarks to build willy-nilly.  Make the invitation and give them great choices to give feedback.

A year from now there will be two restaurants online side by side.  One has dozens of reviews and the other has a few.  The first took action and the other waits.  A hungry person will be viewing the reviews on their mobile device.  They will be thinking:  "Which to choose?"  Which will they respond to?  Which is yours?

Note:  Just think of how difficult it would be to monitor all of these restaurant review sites.  Not enough time in the day.  Check this out.

Hiring a Restaurant Consultant?

Share

 

There are others who are committed and knowledgeable.  You have to go no further than my LinkedIn profile or my network on Biznik to find great resources.

New restaurant marketing idea: Email Newsletters (Old Idea, new data)

Share

 

New restaurant marketing idea:  Email Newsletters.

Hmmm.  Email marketing is not a new idea.  Let's do a poll.

How many restaurateurs have an email list of at least 5,000?  Come on now.  Don't be shy.  Even way back in 1997 I had an email list of about 5,000 (during the days of dial up).

How many have 20,000?  How many have 100,000? 

Don't you think a restaurant business which is connected with their guests should be able to create contests, drawings, clubs, birthday gifts, collaborations and invitations to gather email addresses?  After 5 to 10 years, I would bet your llst is long!

If not, then it is not too late.

Notice the graph below showing the open rates for newsletters.  (Newsletters are different from a general email campaign.)

MarketingSherpa is an OUTSTANDING source for graphs, data, and survey information.  Sure the data may apply to big picture vs. your local community but it does offer more than you have now.

Here is the latest chart:

New Chart: Email Newsletter Response Rates

SUMMARY: They wanted to know how the performance of B2B email newsletters compares to the performance of B2C email newsletters, so they asked nearly 1,500 marketers.

Check out this week's chart to learn how B2B email newsletters compare to B2C email newsletters in open rate, clickthrough rate and conversion rate.

Click for Sherpa analysis (Open access until Sep. 3rd)

Every restaurateur needs to create mini-marketing campaigns specifically for their business.  Business owners and managers have specific needs.  Morale, meetings, events, recruiting and 'impress the boss day' are but a few.  Your newsletter may open new opportunities.

Take what is now an old concept and re-vamp it to meet your local community needs and support the businesses in your area while at the same time keeping them up to date about the latest menu offers and events.

1. Here is the best email marketing management services list on the planet.
2. Here is where you can find restaurant forms and restaurant marketing calendars.  (There is always a reason to celebrate.)
3. Here is where you can learn how to master your marketing skills with a hands on boot camp.

You have in your hand:  Data, a calendar, a place to learn and practice, email management services, and restaurant marketing ideas to create your own email list. 

What are you missing?

True Story: Instant Restaurant Marketing Success Guerrilla Marketing Style

Share

 

True story of how restaurant marketing success happens when you least expect it appear as if it were magic marketing.

Twenty years ago today.

Table to table, family to family, I walked through the dining room.

The split personality loves this aspect of the dining room cruise.

• The things.  Are they as expected?
• The people.  Are they in happy mode, more than satisfied, do they want for nothing?

To test the second, it is necessary to capture a glance and maybe even a few words need to be exchanged.  Those words can’t be canned.  They must be sincere.  The body language must scream “I care”. 

Table by table I walked the dining room cruise.  It was twenty years ago today.

Since the restaurant was still in the “slow sales” stage, at that moment every guest was the most important person in the world to me.  Each and every restaurant guest was also the most important person to my staff and I constantly reminded them.  “I am taking the money they give me and then paying you.  You are paid by the people you serve.”

It was twenty years ago.  There was a very snail slow computer in the office.  There were no fancy cash registers.  No social media and no Internet.  The big screen TV in the corner was not yet purchased (would do so the next month at Sears on a credit card).

I was very proud of my new staff.  They rocked.  They gave the best they had as I did the dining room cruise.  Table to table.  First the people . . . happiness intact?  Then the things, the food, the clean, making sure there were no surprises.

Then the surprise came:

I was stopped with a touch on the arm from the back and a question:  “Are you the manager?”

Me:  “Yes and the owner and more.  What can I do for you?”

“My name is Dale and I wanted to stop you to let you know how impressed I am by you and your staff.”

In my surprise, I was speechless for a few seconds before the response: “Why thank you.  I am so glad you are happy.”

Dale went on:  “I am the manager of the local Sears store and wonder if we could have our annual staff event at your restaurant?”

Speechless again for a moment.  This was unexpected.  I then said:  “Of course!  We would happy to serve you.  How many people are you thinking?”

“We expect that by the time the families attend with the staff there would be about 250 people.”

“Oh?”  I look around at the seating for about 140 people in the dining room.

I did not hesitate with my response: “Sure.  I am very confident that we will be able to figure out a way to make every one of your staff members happy.”

Dale was very happy.  He must have aleady been thinking about this:  “Great!” he responded with a big smile.

I had to be honest:  “We only seat 140 at one time though.”

“Oh.”  He was thinking first about finding a place where he trusted the staff and was not as concerned about the details.

My mind was going at top speed now:  “Would you be willing to create an event which extended over 2 or 3 hours and allow the families to come at their own convenience?  Or possibly hand out two separate invitations which alternate the time?”

He said "yes" and was relieved at my quick thinking.

He then said:  “This sounds great.  How much will it cost?”

Now comes the good part. The puzzle that you must ask yourself.

1. Why did he NOT ask first “How much will it cost?”
2. How did I ever make it happen and stay open?

1. He already saw the passion and teamwork in action.  He wanted a fair price but more important he wanted to look great to his staff.  He took the responsibility to be sure his staff was taken care of special and saw that same interest in my team.
2. We closed the restaurant that night at 5pm and dedicated the whole business to taking care of the staff at Sears.

Here is where you need to separate the accountants from the marketers:  Knowing you have 250 people on their way, what is your objective as a restaurateur?

My objective was to get 250 people to love the restaurant.  Profit was not at the top of my mind.  In order to do this, the restaurant team had to show commitment and caring first.  Every person was a potential long term Ambassador (See 10 Magic Marketing Tips).

The plan included:  Overstaff, over deliver and ensure every person was treated as if they were “friend, family or royalty”.  This mind set is right out of Jay Conrad Levinson’s book “Guerrilla Marketing” and applies today more than ever.

While it was great to have the new business, the priority was not to make immediate windfall profit from the unexpected event.  The priority was to turn the event into a marketing opportunity and gain new friends.

The restaurant was packed full for several hours.  We greeted everyone who was not with Sears with a very, very generous offer to visit again (on me). We did "close" after all and the newly purchased restaurant did have a few who were interested.

Thinking back to that moment in time brings a tear to my eye.  I was very fortunate and blessed to have great people on the team and without them the restaurant would have broken.

Dale was appreciative and each year brought his staff back for their annual event.

Every week I would go shopping at Sears.  I would find tools, devices, electronics, etc. to add to my collection.  Of course I would show appreciation, shake hands and learn names along the way.

The result was: 

1. Dale took care of his staff. 
2. Dale and I stayed connected during my time in the area and before he retired, we were able to collaborate and help each other.  In my eyes, Dale is a LinchPin that Seth Godin talks about in his book "LinchPin".  
3. The restaurant made 250 new friends who returned for many years. 

When does restaurant marketing happen?  It might be by mail, social media, phone, TV, radio, the Internet.  I have done them all.  No restaurant marketing beats the eye to eye contact, the personal invitation, and especially the excellence you show each day in operation.

Execution is restaurant marketing.  When it happens, be there, be available and be open to the possibilities. 

Those happy people who share the story before and after their event can be your restaurant marketing ambassadors.  They do it for free.  Be sure to show your appreciation.

Your turn.  Do the restaurant dining room cruise.  You never know who is watching.  (I do.)

10 Magic Marketing Tips eBook. 

Crazy Restaurant Marketing Ideas: Forget About the Restaurant Menu

Share

 

How long has your restaurant menu been in place?  How in touch are you? Is your restaurant menu old and tired?  Does it meet the real need of those who will visit?

Test:  Crazy and wild restaurant marketing idea.

Visit a local restaurant and simply order something without a menu.  You must have a favorite item.  It is not as if food is a strange new thing.  Instead of living within a box, think about what type of flavors you would like to have floating around in your mouth.

"I would like a corn fed beef prime rib with a baked potato and corn on the cob.  Since I don't eat wheat, I would like a gluten free muffin or bread." 

This, of course, should be so very easy for any restaurant worth its salt to create.  If the server responds:  "I am sorry, we don't serve corn on the cob, we don't have corn fed beef nor do we have gluten free bread..."  you can simply leave. 

A restaurant menu can box the imagination and true desires, and can be limiting.  Of course a good menu will broaden the imagination and make a person curious.  If the menu is simply a list of food products, why not toss them out?

Why not tell everyone who comes into your restaurant for one week:  "There are no menus."  Order what you like.  Create a 'one-price-fits-all' lunch and dinner promotion for the week. 

After one week, what do you suppose would be the most popular items ordered?  Would your restaurant survive?  Would your guests be dumbfounded and amazed?  What is it that people are really thinking about your menu?  Would they ask for no mayo?  More potatoes?  How about portions?  Are portions important?  What types of questions would they ask?

Maybe, just maybe the reason they look at the menu for so long is not because it is so difficult to make a decision, maybe they just can't find something that matches what their flavor buds are crying out for.

The menu better inspire the imagination beyond the ordinary.  Remove the menu for a week.  Be ready to scramble for the unusual. 

When I come to your restaurant, my first question is:  "What is the most favorite item that cause people to exclaim 'fantastic'?"  Often times the server can't answer.  This is sad. 

You will call the week with no menu:  Anything Goes Menu.  One price for your most favorite dish.  You name it, we make it.

That just might be newsworthy, don't you think?

Restaurant Marketing Idea; Be Rude like the Wiener's Circle

Share

 

Wiener's Circle restaurant has turned it around because they include the five essentials to business success.  Primarily they are unbelievable and the leader drags the business behind them vs. the other way around.

What it takes to turn a business around may be unconventional and many times it might be more than you are willing to do.  If you are worried about staying conventional more than about building business success, then don't be surprised when your competition passes you by.  At least you will feel better while not making a better profit knowing that you stuck to your standards and conventional thinking.  When you come to an obstacle, what do you risk to solve it?